Urban Company, through its new campaign film created by Talented Agency, addresses the subtle yet pervasive prejudices against blue-collar workers in India. This film, the third in a series, continues the mission to bridge the respect gap between white and blue-collar workers, highlighting the importance of dignity and mutual respect.
Urban Company: Challenging Traditional Perceptions
The campaign film features a conversation between a father and daughter, bringing to light the insidious biases that exist against blue-collar workers. It underscores the irony that while employees engage in discussions about leadership and workplace ethics, they often fail to extend the same respect to blue-collar workers at home.
Urban Company’s Mission
Kartik Ahuja, Senior Brand Manager at Urban Company, explains that the company has been reshaping access to blue-collared services in India for over a decade. By focusing on the dignity of labor, Urban Company aims to create a mutually beneficial platform for both customers and partners. This commitment includes consistent earnings growth, safety nets such as insurance, and skill training programs for over 57,000 professionals, promoting upward social mobility.
Insights from UC Professionals
The creative team at Talented derived valuable insights from interviews with UC Professionals, revealing how biases have widened the respect gap. The campaign highlights that workplaces are not limited to corporate environments but extend to homes where UC Professionals work. Respect should transcend the “glass-cabin” view and encompass all types of work environments.
Also Read: Indian Brands Join the Marvel Craze with ‘Deadpool & Wolverine’ Merchandise Collaborations
Addressing Mental Health and Workplace Toxicity
Aakash Desai, strategy at Talented adds, “We all wax eloquent about mental health at the workplace and what we expect from our managers within the contours of Corporate India. We have an expansive vocabulary to talk about what makes a “toxic” workplace; and yet we often forget that our homes are the workplaces for UC Professionals and other support staff – that we are their managers. How do our actions at home weigh against our ideas of creating a conducive environment for someone to do their life’s best work? In our third film in the series, we attempt to bridge the respect gap between white and blue-collar workers, to reflect UC customers being allies to UC Pros.”
Breaking Generational Biases
Kopal Naithani, founder and director at Superfly, says, “The film is a slice-of-life, everyday conversation between a father and a daughter – a casual chat that takes an unexpected turn and pushes the father to counter an unspoken prejudice. Our biases against blue-collar workers are seldom verbalised – it is complex, rooted in class-based ‘othering’ and passed down generations. Therefore the only way to break these intergenerational cycles of bias, is to pause, recognise and question them.”
Conclusion
Urban Company’s campaign is a powerful reminder to extend the respect and dignity we expect in professional settings to blue-collar workers at home. By challenging traditional perceptions and addressing deeply rooted biases, the campaign encourages a more inclusive and respectful society.
